Air New Zealand and FCB's complex seats win Ad Impact Award for June, Tux and Audi close behind

  • Ad Impact
  • July 30, 2014
  • StopPress Team
Air New Zealand and FCB's complex seats win Ad Impact Award for June, Tux and Audi close behind

FCB's ad for Air New Zealand's new seating options blew "most of our norms out of the water", says Harriet Dixon, account director at Colmar Brunton. The ad has stolen the Ad Impact Award for June.

"The ad made points that were fresh and different from other airlines, but also believable and relevant – relevancy in particular scoring the highest we’ve seen so far this year," she says.

She says it was not only impactful for viewers, but scored the highest of all the ads this month in terms of branding and persuasiveness.

According to FCB executive creative director Tony Clewett, the ad stands out because it's full of factual information yet delivered in a fun and engaging way. "It's fast paced energy – the lively lead character, multiple set changes and catchy music all make for a very watchable ad," he says. The biggest challenge for him was ensuring that all four messages were clearly communicated, and that they demonstrated the benefits of each seat option in a relevant way, but Dixon says nearly everyone surveyed by Colmar Brunton found the ad easy to understand.

Good thing, too, because Air New Zealand may now be watching customer behaviour closely. Andrew Dale, chief executive of corporate travel agency APX, told Stuff that while corporate travellers would embrace the change quickly, it was "a bit of a gamble" for Air New Zealand. "They'll be watching very closely which of these four types of products are the most popular. This is the first time you can really differentiate the price you pay and the service you receive," he said.

Yapping closely at Air New Zealand's heels was the most enjoyed ad this month from Tux (by Assignment Group and Adam Stevens of Robber's Dog), illustrating the enduring cat-dog war with a dog herding up cats to be sent away on a bus, and Audi’s ‘Land of Quattro’ TVC by BCG2 which again roamed through picturesque New Zealand scenery, this time ice and mud and danger involved, with a more intense soundtrack.


Asia Pacific Executive Creative Director – James Mok

Executive Creative Director  – Tony Clewett

Copywriter  – Alan Jones

Art Director  – Angelo An

Designer – Nick Smith

Creative Services Director – Jenni Doubleday

Senior Account Director – Laura Goldie

Account Director – Nicole Quin

Account Manager – Emily Jagger

Senior Planner – Keith Pinney

Head of Content – Pip Mayne

Content Producer – Casey King

Production Company – The Sweet Shop

Director – Damien Shatford

Film Company Executive Producer – Fiona King

Film Company Producer – Ben Dailey 

DOP – Andrew Stroud

Photography – Reload

Photographer - Stephen Langdon

Grade – Toybox, Dave Gibson

Online – Beryl, Mat Ellin and Andy Timms

Music Composition – Liquid Studios, Peter Van der Fluit

Music Composition Producer – Sarah Yetton

Audio – Liquid Studios, Craig Matuschka and Dan Nathan

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